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Wine sales in the German food retail trade increased by around six per cent compared to the previous year, and wine sales rose by eight per cent. At the same time, the average price increased by eight cents to 3.64 euros per litre. This is according to data from the Nielsen market research institute, which has been analysing the German wine market on behalf of the German Wine Institute (DWI) since 2020.
As DWI managing director Monika Reule explained, the growth of the wine sector in the food trade is primarily due to the shift of sales from the corona-closed gastronomy. "Seventy-four per cent of wine-shopping households in a Nielsen Homescan Panel survey said they had not changed their wine consumption due to the impact of Covid-19," Reule said. In addition, almost half of the households would have indicated that their out-of-home consumption had shifted completely or partially to the home.
According to the Nielsen survey, 66 per cent of wines were bought in German food retailers last year and twelve per cent from local producers. The shares of wine purchases via the various online channels as well as in specialist wine retailers amounted to nine per cent each.
The suppliers of German wines were able to increase their market share of the purchase volume by one percentage point to 45 per cent in 2020. Italian wines came to a share of 15 per cent, French to twelve and Spanish to eleven per cent.
Last year, according to the figures, the number of households that reached for German wine also rose by one percentage point to 49 percent. The market share of German wines in total wine sales remained constant at 47 per cent. Wines from organic production also rose slightly in consumers' favour last year. As the Nielsen analysis showed, eleven percent of households bought organic wine. That is an increase of two percentage points.
(uka / Photo: German Wine Institute)